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Marketing theory : a student text edited by Michael J. Baker & Michael Saren

Contributor(s): Material type: TextTextPublication details: Los Angeles : Sage, c2016.Edition: 3rd edDescription: xix, 520 p. : ill. ; 24 cmISBN:
  • 978-1473904019
Subject(s):
Contents:
Machine generated contents note: pt. ONE OVERVIEW OF MARKETING THEORY 1.Marketing: Philosophy or Function? /​ Michael J. Baker 2.Marketing Theory /​ Michael Saren 3.A History of Historical Research in Marketing /​ Mark Tadajewski 4.Marketing Ethics /​ Kelly D. Martin pt. TWO DISCIPLINARY UNDERPINNINGS OF MARKETING THEORY 5.The Economics Basis of Marketing /​ Richard J. Varey 6.The Psychological Basis of Marketing /​ Allan J. Kimmel 7.The Sociological Basis of Marketing /​ Ingeborg Astrid Kleppe 8.Cultural Aspects of Marketing /​ Cass Shum pt. THREE THEORIES OF MARKETING MANAGEMENT AND STRATEGY 9.The Marketing Mix A Helicopter View /​ Andreas B. Eisingerich 10.Marketing Strategy /​ Robin Wensley 11.Market Segmentation and Segment Strategy /​ Lyndon Simkin pt. FOUR THEORETICAL SUB-AREAS OF MARKETING 12.Consumer Behaviour /​ Rob Lawson 13.Marketing Communications in a Digital World /​ Julia Wolny Contents note continued: 14.Theories of Value and Brand Equity /​ Roderick J. Brodie 15.Innovation and New Product Development /​ Susan Hart 16.Relationships and Networks /​ Kristian Moller 17.Theories of Retailing /​ Stephen Doyle pt. FIVE THEORIES OF SERVICE IN MARKETING 18.The New Service Marketing /​ Evert Gummesson 19.Service-Dominant Logic /​ Kaisa Koskela-Huotari pt. SIX MARKETING THEORY, SOCIETY AND THE ENVIRONMENT 20.Social Marketing Theory /​ Sharyn Rundle-Thiele 21.Sustainable Marketing /​ Anastasia Thyroff.
Summary: Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting top
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Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.8 MA RK (Browse shelf(Opens below)) Available T0054731

Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting top

Machine generated contents note: pt. ONE OVERVIEW OF MARKETING THEORY 1.Marketing: Philosophy or Function? /​ Michael J. Baker 2.Marketing Theory /​ Michael Saren 3.A History of Historical Research in Marketing /​ Mark Tadajewski 4.Marketing Ethics /​ Kelly D. Martin pt. TWO DISCIPLINARY UNDERPINNINGS OF MARKETING THEORY 5.The Economics Basis of Marketing /​ Richard J. Varey 6.The Psychological Basis of Marketing /​ Allan J. Kimmel 7.The Sociological Basis of Marketing /​ Ingeborg Astrid Kleppe 8.Cultural Aspects of Marketing /​ Cass Shum pt. THREE THEORIES OF MARKETING MANAGEMENT AND STRATEGY 9.The Marketing Mix A Helicopter View /​ Andreas B. Eisingerich 10.Marketing Strategy /​ Robin Wensley 11.Market Segmentation and Segment Strategy /​ Lyndon Simkin pt. FOUR THEORETICAL SUB-AREAS OF MARKETING 12.Consumer Behaviour /​ Rob Lawson 13.Marketing Communications in a Digital World /​ Julia Wolny Contents note continued: 14.Theories of Value and Brand Equity /​ Roderick J. Brodie 15.Innovation and New Product Development /​ Susan Hart 16.Relationships and Networks /​ Kristian Moller 17.Theories of Retailing /​ Stephen Doyle pt. FIVE THEORIES OF SERVICE IN MARKETING 18.The New Service Marketing /​ Evert Gummesson 19.Service-Dominant Logic /​ Kaisa Koskela-Huotari pt. SIX MARKETING THEORY, SOCIETY AND THE ENVIRONMENT 20.Social Marketing Theory /​ Sharyn Rundle-Thiele 21.Sustainable Marketing /​ Anastasia Thyroff.

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